AN EMPIRICAL RESEARCH ON FASHION FAKE PURCHASE INTENTION IN VIETNAM

Abstract

This paper presents an empirically tested model about the fashion fake purchase intention from a sample size of 450 consumers living in HCM City, Vietnam. By using the partial least squared structure equation modeling (PLS-SEM) with SmartPLS software for data analysis, the result of the structural equation model (SEM) pointed out that the tested connection between Perceptions of fakes, Social consequences, and Purchase intention. Twelve of the proposed hypotheses were confirmed which includes the direct relationship of the variables and the mediating role of  Perceptions of fakes and Social consequences in the model. The reliability and validity of the scale were tested by Cronbach's Alpha, Average Variance Extracted (Pvc) and Composite Reliability (Pc). The results suggested that Perceptions of fakes,  Social consequences, and Purchase intention had relationships with each other.